THE EFFECT OF CUSTOMER RELATIONSHIP ON ORGANIZATIONAL PATRONAGE.

This study investigates the effects of customer relationship management on organizational patronage, focusing on how strategic customer engagement contributes to long-term business success. With the increasing market competition, organizations are compelled to build and maintain strong relationships with customers to achieve sustainable growth. The research examines the effect of Customer Service (CS) on Organizational Patronage (OP), the effect of Customer Handling Management on Organizational Patronage (OP), and the effect of Customer Intimacy on Organizational Patronage (OP), and it identifies the positive effects of Organizational Patronage on business. Data was collected through survey design, and the instrument used for data collection was the questionnaire. Data was analyzed using descriptive statistics (mean and standard deviation) and regression analysis using SPSS software. The findings revealed that there is a significant influence on the extent to which customer service has a positive effect on organizational patronage (OP), which means good customer service has a positive effect on organizational patronage (OP). It was revealed that customer intimacy is positively associated with organizational patronage, which fosters trust. And it was also found out that there is a significant positive relationship—that being associated with a well-known patron can boost your business’s reputation, and this shows that it is the responsibility of the organization to provide friendly relationships with customers in order to gain trust from patrons, which will foster their loyalty to be able to retain customers. The management of Connet Telecommunication Centre Bauchi of the various organizations should establish a healthy communication relationship that would give customers a sense of belonging and care for continuous patronage.